Fluff, a brand that provides products that allow pets and their owners to enjoy a comfortable life together, has undertaken a comprehensive branding project to establish its brand identity and better resonate with its target audience. The branding aimed to infuse harmony with nature into the brand’s visual identity, focusing on the relaxation that pets and their owners can enjoy together.

The modern, thick serif logo provides a sophisticated feel while maintaining softness. The thickness of the serif adds solidity and stability, and conveys the reliability that is essential for a brand that pursues the well-being of pets and their owners. The star symbol utilized in Fluff’s rebranding project is an emblem that visualizes the brand’s values ​​of comfort and warmth. This star, which symbolizes peace and relaxation, reinforces Fluff’s identity by being applied consistently throughout the brand identity. Ultimately, the symbol serves as a powerful visual expression of Fluff’s purpose of pursuing happy moments of relaxation between pets and their owners. Illustrations play an important role in the branding, depicting dogs and cats in a unique way. The use of brushstrokes that symbolize fluttering fur creates a dynamic yet relaxed feel, while the fluttering fur of the animals adds a playful feel. Using only black and white colors neutralizes the complex shapes of the fur, enhancing its appeal and maintaining consistency across the brand illustrations.

Client - Fluff
Project - Creative Direction, Naming, Brand Identity, Photography Direction, Packaging, Digital, Social Media, Campaign, Brand Consulting